I was invited to a Pernod Ricard media-mixer on the 21st November 2018. One of the main focuses of the evening was the 1-4-1 campaign. In a bid to get South Africans to consume alcohol more responsibly, Pernod Ricard South Africa 1-4-1 campaign encourage people to adopt and maintain a culture of consuming one bottle of water for every alcoholic drink.
We enjoyed awesome evening tasting and being introduced to the history behind Omega Alto Tequila, Havana Club Rum, Absolut Vodka and Beefeater Gin. I embraced this campaign and ensured that I stayed hydrated during the evening. After every tasting, I consumed a bottle of water.
About Pernod Ricard
As the leading distributor of premium spirits, they have innovated a stylish, signature 1-4-1 bottle. The 1-4-1 campaign is to promote water as the ‘drink to drink between drinks’. While drinking water may not be fashionable and trendy, it is proven to aid the body’s metabolism of alcohol.
Alcohol is a diuretic, which means it causes you to use the bathroom more often. The lack of fluids not only strips your body of key electrolytes, but it also increases symptoms of a hangover. Hydration is therefore always important when drinking alcohol.
Alternating between an alcoholic beverage and a hydrating bottle of water is one of the best ways to remain hydrated.
The 1-4-1 campaign demonstrates Pernod Ricard South Africa’s commitment to the promotion of responsible drinking habits. This campaign is in line with the Association for Alcohol Responsibility and Education (aware.org)’s code of commercial communications. Aware current campaign being “When you drink, drink like there is a tomorrow”
“People are at the heart of everything we do. As creators of conviviality, we are constantly looking at innovative ways in which our consumers can enjoy our premium brands in the company of friends and loved ones in a responsible manner. We know people want to have fun but we also want to be conscientious about balancing every drink with water,” says Managing Director, Paul Scanlon.
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